素食主义者,素食主义者,还是基于植物的? 比较不同标签如何影响消费者对植物性食品的评价
Matthew B Ruby1, João Graça2, Eero Olli3
1Department of Psychology, Counselling and Therapy, La Trobe University, Bundoora, Australia.
Appetite
|March 11, 2024
概括
与"素食主义者"或"素食主义者"标签相比",植物性"标签略有提高了食品的消费者吸引力. 味觉感知强烈预测购买概率,以及伦理和纯度属性.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者行为 消费者行为
- 可持续的粮食系统可持续的粮食系统
背景情况:
- 市场参与者面临的挑战是促进植物性食品的可持续转型.
- 消费者对植物性食品的看法受到标签策略的影响.
研究的目的:
- 调查不同的植物性食品标签 (素食,纯素,植物性) 如何影响消费者评价.
- 确定标签对健康,口味,道德,纯度和环境友好性的影响.
- 评估标签对购买概率的影响,以及消费者特征是否适度这些影响.
主要方法:
- 两项预先注册的研究与来自美国 (N=1148) 和德国 (N=491) 的参与者进行.
- 参与者在不同的标签条件下评估了各种食品 (饼干,香肠,奶酪,巧克力,意大利面) (素食,素食主义者,植物性,没有标签).
- 测量了五个属性的消费者评估和自我报告的购买概率.
主要成果:
- "植物性"标签的吸引力略高于"素食主义者"和"素食主义者"标签的吸引力.
- 与预期相反,消费者寻求信息的倾向和事先存在的态度并没有缓和标签效应.
- 预期的口味是购买概率的关键预测因素,伦理和纯度属性也为此做出了重大贡献.
结论:
- 标签术语在消费者对植物性食品的看法中起着作用",植物性"显示出轻微的优势.
- 味道仍然是购买植物性选项的主要驱动因素,这强调了它在营销中的重要性.
- 了解标签的影响对于引导消费者选择可持续食品至关重要.
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